Article

Ben Hollom
Ben Hollom 15 July 2016
Categories B2C, Content, Social Media

How Facebook’s New Move Could Affect Your Brand

That Facebook, eh? They’re always keeping us marketers on our toes by tinkering around with their algorithms and causing us to switch up our approach to get the results we want. And they’ve only gone and done it again in a move to give posts by users’ friends and family a higher priority in the news feed.

The world’s leading social network made the adjustment due to concerns expressed by its users that they were missing out on ‘important updates’ from people they care about as content from brands and the media took precedence in their feeds – possibly due to the steady rise in professionals publishing to the network as well as the increasing frequency of posts.

However, the platform was quick to comment that they would not be distinguishing the type of content that could be shared or posted by friends and family. So, for example, whether a friend posts a picture of their new baby or shares an interesting piece of content from one of their favourite brands, both will be recognised as ‘friend content’.

In fact, the company’s vice president of product management Adam Mosseri told the BBC: “it is possible that some publishers may see a small but noticeable drop in reach but I don’t think this will be a very big change.”

Although Facebook’s chopping and changing may be exasperating to some brands, we prefer to think of it as a challenge. After all, it’s always worth bearing in mind that as a publisher, your incentives and motivations are not necessarily always going to line up with that of the social network. The content marketers who prove the most successful are always going to be those that have the ability to roll with the times and use their creativity to succeed in the ever-evolving world of social.

So, how can we, as content creators, navigate this new landscape? It all comes down to what a good content marketer should prioritise anyway – careful consideration about just what it is that will truly engage and build a relationship with their audience as opposed to simply getting a click or a view on a post.

In order to get your content prioritised in the news feed, you want to develop posts offering enough value to your audience that they feel compelled to share. Ultimately, you want your content to be of tip-top quality and on the sort of topics that get people talking and having meaningful conversations.

Quality over quantity has always been the name of our game at M2 Bespoke – it’s the only way to ensure your goals line up with those of the social networks. Facebook might prioritise offering the most valuable experience to their users, and your content will be more likely to see the light of day if you put that same ethos at the centre of what you produce.

But of course, words are wind and to put these ideas into action takes time – something the average SME can be very short of. Sometimes it’s easier to leave the content creation and social planning to the experts, so that you can focus on running your business.

Original Article

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of traditional outreach methods to get in touch with targeted buyers or sellers.Here are some of the best and fastest growing global B2B platforms that are helping thousands of businesses in the world to grow and reach their international and local clients.

Salman Sharif
Salman Sharif 7 July 2017
Read more
3 Social Media Trends to Follow in 2018

3 Social Media Trends to Follow in 2018

Discover three big trends that will have the impact on social media in 2018 - from ephemeral content, to influencer marketing and augmented reality.

John Siebert
John Siebert 15 November 2017
Read more
Collection Of The Best Email Testing Tools Online

Collection Of The Best Email Testing Tools Online

Don’t be afraid of email testing. There are many free or freemium tools online that can help you with testing your SPAM score, deliverability and even the rendering of your email. We feature 30 email testing tools in this article. Check out the complete list!

Roland Pokornyik
Roland Pokornyik 31 October 2016
Read more